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Even the world's most effectively led, proactive, and well-organized content team is going to end up dead in the water without continuous quality input from within the organization.

Content marketing is sometimes referred to as "brand journalism"; however, if content marketers relied on the (sometimes antagonistic) journalism playbook for getting input every time they reached a dead end, they would almost assuredly find themselves jobless.

This article will help content professionals apply journalistic tactics to enable them to get great content from their colleagues. Readers will learn more about the following tips:

  • Be flexible. Whether adhering to a timetable or adapting to a multitude of individual communications styles, content pros need approach their job with a high level of flexibility.
  • Harness expertise. Learning how to coax quality content from individual experts in your organization is a highly valued skill.
  • Trust is paramount. Producing quality content that has an impact isn't risk-free. Building trust among your executives and thought leaders will overcome risk-aversion.

For this article, we interviewed three people:

  1. Steve Eisenstadt, owner of Eisenstadt Communications
  2. Alison Bolen, editor at SAS
  3. Ephraim Cohen, practice leader at FleishmanHillard

Rule No. 1: Adapt to each situation

A good content marketer wears many hats—writing coach, editor, copyeditor, proofreader, to name a few. What are some other roles content pros should be ready to assume?

Alison Bolen: Can I add a few hats to the list? How about researcher, project manager, and cheerleader? But seriously, a good content marketer has to know where to find the best stories. At SAS, we use internal blogs, whitepapers, podcasts, videos, emails, and even wikis as the basis for content. Depending on the source and the topic, you may have to rewrite it, reformat it, or encourage somebody else to write it up before the content becomes useful and interesting for external readers.

Steve Eisenstadt: I'd also add translator to this list, since a lot of what we do in content creation, especially for high-tech companies, is take technical terminology and information and transform it into language that can inform or influence the nontechnical audience, such as a businessperson without deep computer science training.

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image of Dave Hochman

Dave Hochman is founder of DJH Marketing Communications, a Red Bank, NJ-based full-service PR, social media, and content marketing agency.

LinkedIn: Dave Hochman

Twitter: @davehochman